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ASB Fin Lit Campaign

ASB has always taught kids some great money skills, but they were losing ground. Engagement with Clever Kash, and kids banking was in a lull. They wanted a campaign idea to make kids, and parents, excited about banking again. Enter Hana, Clever Kash and Stick™, an organic, sustainably harvested entrepreneurial venture showing how cash clever kids take on the world. It came to life as a hero TVC, supported with extensive OOH, Social, Dog Park Activations and Digital Display. The results? In the first month: Nearly 20,000 kids re-engaged with their ASB Headstart accounts. Over 500 new sign-ups. 77% increase in visits to ASB Kids Banking Site I also concepted and developed the follow-up Smiles Campaign, but was not involved in the production.

Project Roles
Copywriting, Creative Direction
Advertising, Brand Films
Project Industries
Advertising, Finance
ASB Fin Lit Campaign